There are 2 type of shoppers that all retailers should be aware of, Showroomers and Webroomers. And, it's of critical importance that retailers adjust your brand, product and communications strategies to adapt to these emerging customer shopping trends.
Let's look at the definitions of these two shopping personas.
| *Image Credit: Merchant Warehouse |
1. Webrooming Consumers research products online before buying them in a physical store. (78% of consumers say they have webroomed in the past 12 months.)
2. Showrooming Consumers visit store(s) to examine a product before buying it online. (72% of consumers say they have showroomed in the past 12 months.)
With increased access to mobile devices, Amazon’s Prime powerhouse, and a more discerning customer, how should retailers adapt? Here are 3 tips to help you incorporate both buyer types into your sales and marketing strategy.
Designing communications and product/service offerings that appeal to both rooms, in store and elsewhere, are necessary to driving sales.
Think with Google noted recently that 82% of shoppers say they consult their phones on purchases they’re about to make while in-store. They discuss using mobile ads to create 'front doors' for consumers who are on their phones before every entering the store on foot, and using 'near me' searches to drive foot traffic.
Walmart said recently, that it has embraced both Webrooming and Showrooming trend by creating some innovative offerings based on consumer needs for immediacy and free shipping. Marc Lore, President and CEO of Walmart U.S. eCommerce, noted that “Two-day free shipping is the first of many moves we will be making to enhance the customer experience and accelerate growth… In today’s world of e-commerce, two-day free shipping is table stakes. It no longer makes sense to charge for it…”
Home Depot has also adapted to these new trends. They offer online and in-store pick-up as well now as the 'heavy lifting', enabling customers to order online and have products delivered based on their selected appointment, selected from a scheduling calendar.
Your customers have choices and your competitors are attacking your margins and position in the marketplace. Previously, we talked about convenience and adapting to the showroom and webroom through enhanced customer service and listening technologies.
However, you can also tackle the challenge of addressing the concerns of “comparison shoppers” through product differentiation. Another strategy to consider is offering value added services, like installation, extended warranty or maintenance products, that can differentiate your product from competitive offers, while being easy to research and easy to buy for both show and web-roomers.
Providing additional extended warranty coverage, beyond traditional OEM parts and labor coverage, enables retailers to differentiate product with a longer warranty period or other subscription-based post sale service programs.
OnPoint Warranty's Dealer Protection Program provides consumers with innovative post-purchase repair protection options, while delivering the best customer product service experiences. Our program was constructed with several key elements in mind, to deliver innovation, service excellence and revenue.
For retailers to adapt to a changing consumer dynamic where mobile devices are driving foot traffic and sales, putting together strategy that caters to both 'roomers' behavior, capitalizes on technology to not only drive information and foot traffic, but one that also provides instant access and value added services as a differentiator is key to sales success!
Find out how our innovative, fully insured Dealer Protection Program offers retailers POS and aftermarket product protection solutions that drive brand loyalty and repeat business through great service delivery.